- After an experiment ends, evaluate performance over a timeline that includes the ramp-up period.
- When experimenting with creatives, new ads are not subject to ad approvals, so experiments can be expedited.
- Pick two or three metrics to evaluate campaign performance and determine the winner of a test.
- Focus tests on one variable at a time and use separate tests to examine the effects of more than one change.
The correct answer is: Focus tests on one variable at a time and use separate tests to examine the effects of more than one change.
Explanation: Creating campaign experiments is a practical way for advertisers to understand the potential impact of various changes to campaigns. A critical best practice in this process is to focus on testing one variable at a time. Conducting separate tests for different changes helps to isolate the effects of each variable, making it easier to interpret the results and understand their impact on marketing objectives. This methodical approach allows for precise optimization, including aspects like Smart Bidding strategies, match types, account structure, and asset types.